These days, most lawyers and law firms have a Facebook page. Social media is an incredible way to show potential clients what your firm is about and that you provide excellent customer service. You can create engaging posts that give people the legal information they’re seeking while also being entertaining. Once you do that, when they need legal services, they’ll think of you first.
Facebook pages are a form of advertising, which has been permitted since the Supreme Court decision in Bates v. State Bar of Arizona in 1977. The court held that advertising by attorneys would not hurt the legal profession or the administration of justice. There is no legal and ethical reason you should not take advantage of social media, and in fact, if you don’t, in this day and age it’s practically a crime against your brand.
What Works and What Disappoints
Facebook marketing for lawyers has become a valuable tool that allows for greater interaction with the public and possible clients. However, when it comes to social media in general and Facebook in particular, are there any rules or best practices lawyers need to follow about posting?
Lawyers depend on referrals for much of their business, and Facebook offers an easily accessible platform that will allow your current and former clients to easily share your posts with their circle of family and friends. The social media site also acts as a funnel to your website. Some of the other benefits of advertising on Facebook include the following:
- Opportunities to intrigue and attract. Share enlightening and clear content through blogs and videos. Do not just list your services. Get creative.
- Greater return on investment. Facebook can save you money.
- Quick results. Facebook ads are faster to set up than more traditional forms of advertising.
Fun and Profit
Facebook can be a professional forum, but it can also be a relaxed forum where discussions about golf, events, wine tastings, and other enjoyable activities can easily be shared separately from the law. People prefer to do business with those they know, like, and trust. Facebook offers many ways to engage on a more personal level.
Remember though, all fun aside, anyone on Facebook or any other social media platform must be especially careful about what they post. Mixing business with pleasure can have a downside if you make mistakes that show lack of judgement.
Potential Legal Ramifications
Lawyers must take caution with what they post online. The Model Rules of Professional Conduct that have been adopted by the American Bar Association provide ethical rules for most jurisdictions.
Applying these standards to Facebook posts will allow lawyers to pursue their business goals without violating ethics rules. Rule 7 specifically addresses information about legal services:
- Rule 7.1: Communication Concerning a Lawyer’s Services
- Rule 7.2: Communications Concerning a Lawyer’s Services: Specific Rules
- Rule 7.3 Solicitation of Clients
- Rule 7.6 Political Contributions to Obtain Legal Engagements or Appointments by Judges
You’ll want to review these rules before you begin posting on Facebook. It’s always best to err on the side of caution whenever you’re conducting business, even if social media doesn’t always feel like business.
Posting Don’ts
People are constantly being bombarded by information online. Reading the profusion of articles, posts, blogs, and correspondence with any care at all should make one thing perfectly clear: errors abound. Oftentimes, you’ll find professional posts with spelling, grammar, and syntax errors. It can be frustrating to make mistakes in your posts. But worse, it can be misleading.
For a lawyer, it can even lead to bar complaints, especially if the lawyer/client relationship is breached by revealing information meant to be confidential. There are plenty of social media mistakes professionals should avoid. The secret to avoiding errors begins with four simple editing rules:
- Divide long sentences up.
- Use simple language.
- Re-read the text before posting it.
- Run your posts by an assistant first.
Marketing for lawyers on Facebook is more than advertising. Marketing means knowing your audience and gearing your posts to their needs.
